SYRACUSE, N.Y. – County dairy promotion programs are helping drive in-store chocolate milk sales with a fall retail campaign developed by American Dairy Association North East.
Each of the 34 county dairy promotion committees in New York received point-of-sale materials, including 10 window clings, for the “You’re Gonna Need Milk for That, Back to School, Back to Sports” retail chocolate milk campaign.
“We’re encouraging the county promoters to build relationships with local retail stores and to remind consumers that dairy is locally produced, in an effort to drive sales,” said ADA North East CEO Rick Naczi. “Grassroots promotion is vitally important to building trust in dairy and we’re fortunate to have such a dedicated group who serve as the faces of the industry.”
The campaign theme promotes chocolate milk as the best sports recovery drink and is ideal for the fall season when students are back to school and back to high school sports. County promoters started visiting stores at the end of September and the campaign will run through early December when state championships take place for fall sports.
It also ties in with the Refuel with Chocolate Milk campaign that sponsors the scholar-athlete program of the New York State Public High School Athletic Association (NYSPHSAA).
You’re Gonna Need Milk for That, a campaign that launched this summer, was developed by Milk Processor Education Program (MilkPEP).
ADA North East will launch a holiday retail campaign in December called “Make Milk Moments,” to continue promoting in-store dairy sales.
About American Dairy Association North East
American Dairy Association North East (ADA North East) is the dairy farmer-funded organization funded by participating dairy farmer’s checkoff investment to build demand and sales for milk and dairy foods throughout the local region. Representing nearly 10,000 dairy farm families in Delaware, Maryland, New Jersey, New York, Pennsylvania and northern Virginia, ADA North East develops and implements local programs to drive milk and dairy sales at retail outlets and in schools. The organization also conducts consumer education about dairy through events, traditional and social media, and in collaboration with health professionals through National Dairy Council®. ADA North East works closely with Dairy Management Inc.™, the national dairy checkoff organization, to support nutrition research, national partnerships and developing export markets for dairy to bring a fully integrated promotion program to the region. For more information, visit www.AmericanDairy.com.